ABOut THIS TREND

This style is characterized by an intensive use of earth tones and a somewhat rougher, wilder look. Illustrations of animals are often used, giving the design an organic touch.

Developed in parallel with flat design, however, it represents a deliberate antithesis to it - not in the sense of skeuomorphism, but through a much less clinical aesthetic.

The style is reminiscent of the hippie style, but with clearly desaturated colors. Elements of Art Nouveau are also recognizable, especially in the colour scheme and illustration style.

Textures play a central role and the shapes are more “buba” (soft and rounded) than “kiki” (pointed and angular).